Acton Inc, a start-up that took personal mobility scene by storm; introduced a light weight electric "vehicle", gaining media coverages world wide. While the firm's niche approach to early adaptors has garnered launch success, there is much to be considered for the adaption of consumers in the mass market segment.
A brand re-fresh was proposed to introduce Action to the eco-conscious consumers as "Cutting Edge Mobility" company, for consumers who are looking for smarter alternatives to manually moving about town. Harnessing the power of word of mouth by motivating the general consumers to enjoy every moment in life with efficient mobility. The project was a great success and has influenced a new generations of products that manifested "Cutting Edge Form-Design".